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Top rated programme and best MSc Marketing in the Netherlands - Higher Education Guide Masters 2018

How to generate and use customer insights and create sustainable customer relationships?

In this programme, you develop an advanced understanding of how marketing works and the skills you need to implement it effectively. We use state-of-the-art scientific knowledge in our teaching and invite guest lecturers from companies in all our MSc courses. The MSc in Marketing comprises two tracks: Marketing Management (MM) and Marketing Intelligence (MI).

Within the MM track, students will be educated more thoroughly on specific marketing functions like branding and new product management, customer management, marketing communications, retailing, and for instance business-to-business marketing.

Within the MI track, students will be educated thoroughly on methods that allow them to analyse and model (secondary, big) data to track the marketing performance of the firm and generate new customer insights. The information and insights generated by the MI function are used as a basis for making research-based strategic and tactical marketing decisions.

It is also possible to take a double degree programme in Groningen and Oslo or Münster. You can not apply for one of these double degree programmes as such, but you first need to follow the MSc Marketing (with the specialisation MI). After the first semester, you can apply for the add-on year in Oslo orMünster. Selection will take place based on grades and motivation.

Why study this programme in Groningen?

Our Marketing Department is among the top 5 Marketing Departments in Europe. All programmes are research-based, combining high-quality lecturers teaching course units related to their research with, for example, guest lectures, real-life cases and simulation games. Moreover, the programme is internationally accredited, guaranteeing a high-quality education that meets both the AACSB and EQUIS standards, a status which only one percent of business schools worldwide achieve.

After your studies

After completing this programme, you will be well suited for a career in marketing.

MM students might pursue careers as a Marketing Manager, Brand or Product/Product Category Manager, Sector or Account Manager, Customer Relations Manager, Marketing Strategy Consultant or Direct Marketing Manager. MI students might pursue careers as a Market Researcher in research and consultancy companies, a Market Researcher within an organisation, a Marketing Intelligence Expert or Database Analyst, a Customer Intelligence Expert or a researcher at a university (Research Master's & PhD programmes).

Because all our programmes are EQUIS and AACSB accredited, a standard which only one percent of universities reach worldwide, your degree will be highly valued in the labour market.

Job examples

  • Brand or Product manager
  • Customer manager
  • Marketing strategy consultant
  • Marketing researcher
  • Marketing intelligence expert or database analyst
  • Researcher at a university (Research Master & PhD programmes)

FEB Career Services 

To support you in developing your career and strengthen your employability skills, our FEB Career Services empowers you to achieve lifelong success through various career services during your studies. Check: FEB Career Services.


Visit the Marketing MSc page on the University of Groningen website for more details!

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